Brown-Forman Brand Manager – Woodford Reserve in London, United Kingdom

Job Description:


Working as part of the Super Premium Whiskey Team, the BM will be expected to drive the continued profitable growth

and equity of Woodford Reserve in the UK, the second biggest market globally. Woodford Reserve is an important

growth engine for the UK and a key strategic priority.

The BM will be responsible for the day to day brand business management of Woodford Reserve and work closely with

the SBM to align short/medium term plans with the long term ambitions of the brand and wider whiskey portfolio

strategy. The role will lead on investigating consumer, category and shopper opportunities, working cross functionally on

commercialisation and launch planning.

Along with the SBM, the BM will be responsible for the delivery of 30k 9L cases and management of £640k brand

expense in F19.

Key Responsibilities:

Brand business plan development and activation

  • Co-development and implementation of 3-year brand business plans across the Woodford Reserve trademark

  • Co-management of below-the-line plan with CPA (trade marketing) to ensure all activations drive distribution, rate of sale and are on strategy

  • Co-development with Head of Advocacy and CPA of advocacy programme to ensure it is best-in-class, whilst driving new distribution and rate of sale in existing outlets

  • Development of brand building platforms or relevant translation of Global brand platforms

  • ATL and TTL communications and media strategy planning, briefing, development and implementation

  • Close liaison with PR agency to ensure ongoing brand presence with key titles & influencers

  • Leadership of e-com strategy and brand presence online

  • Local leadership of global equine strategy - Royal Ascot

  • Application of learnings from activity evaluation to future planning

Management and delivery of UK P&L

  • Close management (with SBM) of brand performance and P&Ls with Finance and Sales

  • Budget development, management and allocation against key brand strategies and growth drivers

  • Development of monthly and quarterly performance reports for key stakeholders

Trade and consumer understanding and analysis

  • Identify and use research tools and techniques for increased consumer, shopper and trade understanding and insight

  • Fully understand the underlying business/market drivers that affect brand performance, using research tools (BF tracker, Nielsen/CGA, Market Structure, IWSR, TGI)

  • Regular, proactive competitor benchmarking and trend analysis, highlighting implications for brands

  • Stay abreast of the latest marketing trends and techniques, inside and outside of alcoholic spirits

Stakeholder engagement and motivation

  • Be a Brand Ambassador and expert, to ensure long-term building of equity and a motivated Sales force

  • Initiate buy-in of Brand Business Plan from all involved parties through regular communication and involvement in meetings

  • Close, consistent, clear communication with internal and external agency partners, managing and motivating them to deliver excellent creative work

  • Champion brand needs with local commercial teams, regional and global brand teams and distributors

  • Build effective and productive working relationships with internal and external stakeholders

Must Experience:

  • Bachelor’s Degree in Business, Marketing or similar discipline

  • Strong track record of successful, progressive marketing experience

  • A&P budget, P&L and project management experience

  • Full mix technical marketing expertise

  • Good knowledge of the UK On and Off Trade

  • Willing to travel

Preferred Experience:

  • Marketing experience gained in the alcohol beverage industry

  • Distributor management ​Premium or luxury goods marketing experience#ND 1##bottling

About Brown-Forman:


For more than 145 years, Brown-Forman Corporation has enriched the experience of life by responsibly building fine quality beverage alcohol brands, including Jack Daniel’s Tennessee Whiskey, Jack Daniel’s & Cola, Jack Daniel’s Tennessee Honey, Jack Daniel’s Tennessee Fire, Gentleman Jack, Jack Daniel’s Single Barrel, Finlandia, Korbel, el Jimador, Woodford Reserve, Old Forester, Canadian Mist, Herradura, New Mix, Sonoma-Cutrer, Early Times, Chambord, BenRiach and GlenDronach. Brown-Forman’s brands are supported by nearly 4,600 employees and sold in approximately 160 countries worldwide

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Brown-Forman Corporation is committed to equality of opportunity in all aspects of employment. It is the policy of Brown-Forman Corporation to provide full and equal employment opportunities to all employees and potential employees without regard to race, color, religion, national or ethnic origin, veteran status, age, gender, gender identity or expression, sexual orientation, genetic information, physical or mental disability or any other legally protected status.

Business Area: Europe

City: London

State: Int'l

Country: United Kingdom

Req Type: Exempt

AutoReqId: 4424BR